Intel recently launched a series of ads starring Justin Long, which was well-known in Apple’s “I’m a Mac, and I’m a PC” ad at the time. Long was a Mac at the time, but now he’s just a … Justin, according to the ads.
The ads are being pushed back with internet, and I am one of their negative people. Marketing is all about drawing attention to your products, and maybe it’s counterproductive to write a message explaining why I hate the new Intel ads.
Lace jackets are smart
Before I go on to see what I hate about the ads, I want to make clear what does not bother me about it. I have no problem with Intel appointing Long to appear in ads that Apple attacks, which he previously advertised for. Actually, I love it when companies do it. Sprint hires Paul Marcarelli, known as the “Can you hear me now?” man for Verizon at some point. Taco Bell also hired several people named Ronald McDonald to say how much they love Taco Bell breakfast, which is excellent.
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My first problem is that Long did not completely switch off. He did not switch from a Mac to a computer. He’s now Justin for Intel, which is not a clear third side in the war between Windows and Mac.
Intel vs. Mac or Mac versus PC?
Source: Daniel Rubino / Windows Central
The new Intel ads include comparisons between Intel-powered computers and Apple’s MacBooks with the M1 chip. However, they do not really set Intel against the M1. Instead, they mostly compare Windows to macOS.
One ad highlights how a certain Intel-powered computer can flip between a tablet and a laptop. Of course, there are many Intel-powered devices that do this, but it is not exclusive to Intel. Windows 10 on ARM computers with Qualcomm chips is also often convertible.
Many of the best AMD Ryzen laptops also have touch screens. Again, there is no Intel. You even see devices, like the Galaxy Book S, with options with Qualcomm chips or Intel chips inside, which in turn shows that most of these features are not specific to Intel devices.
You’ll also see that Intel does not compare Intel-powered computers to Intel-powered Macs.
You can still get Intel-powered Macs
Source: Windows Central
While Apple is transitioning to its own silicon, you can still buy Macs powered by Intel chips. Even when Apple stops selling Intel-powered MacBooks, they will still be there. One of the best things about MacBooks is that it can last for years. It will take a long time before all Macs work on something other than Intel.
Why does the ad not show someone trying to touch the screen of an Intel MacBook? Why not talk about the fact that there are no Intel-powered MacBooks that can run in different modes? The answer is obvious, but it still seems strange to be critical of Macs when making chips for Macs.
I understand why Intel pushes Intel-powered computers. The bridge between Intel and Apple is burning. They pour gasoline on the fire and move on rather than wait for it to burn down. Intel also benefits greatly from using Windows computers instead of Macs in the long run.
Although you can get Windows computers with Qualcomm or AMD chips, hundreds of millions of computers are powered by Intel. If Intel can convince you to get a computer because it has a touch screen, you’ll probably still get an Intel-powered device, which is the purpose of the ads.
Half truths and strange attacks
Prior to the series of video ads starring Long, Intel shared a series of ads on Twitter. These ads follow the structure, “If you can blank then you are not on a Mac. Go to a computer. ‘They echo the age-old argument that people who have done work have computers.
Although the ads contain some truth, some of them are only partially accurate. Take this one over for example rockets.
Although you can no longer play Rocket League on a Mac, some of the work done to coordinate the Mars Perseverance landing was done with MacBooks. If you watch the flow of the landing, you will see a mix of Macbooks and other devices in use. It seems odd to specifically mention the use of rockets when NASA uses some MacBooks.
A Mac attack not from scratch
I like ads as subjective, so I do not claim to be the authority to make an attack ad. I just feel like Intel missed the point when it comes to these ads. There are some Intel devices that do amazing things, which I think can be highlighted, but ads that mix the messages on Macs are confusing. Even if you prefer attack ads, there are better ways to attack Macs than this.
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